Using place branding to attract tourists and residents to
Swedish regions
Abstract: The purpose of this thesis was to investigate how Swedish regions obtain
increased growth in tourism and population with the use of place branding.
The case studies were conducted with four organizations divided in two
Swedish regions: Norrbotten and Jämtland. The organizations in Norrbotten
were Swedish Lapland and Regional Development Norrbotten. The organizations
in Jämtland were Jämtland Härjedalen Tourism and the county administrative
board of Jämtland. The study found that having identified distinct target
groups, a well-constructed image and desirable attractions, is crucial when
attracting tourists to a region. In order to attract residents, it turned
out to be important to create jobs, to use ambassador networks and most
importantly, having everyone within a region to strive towards the same
goals: something that would be proven rather difficult.
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